Tax Appeal 2019
We Won’t Accept it, will you?

Overview

Amnesty International needed to create a campaign that was agile enough to respond to current global events. We were tasked with creating a two wave campaign that could seamlessly pivot from the Libyan Refugee Crisis to the plight of the Rohingya people facing further displacement.

With only two weeks to develop creative, Marlin looked to values that connected Amnesty’s Australian donors and Amnesty’s stance. The campaign confronted the audience and challenged them to respond.

By building personal, eye-witness narrative with bold, big picture thinking, this campaign succeeded in reengaging the Australian audience and delivering one of Amnesty International Australia’s most successful Tax Season Appeals in years.

Problem

Fast-changing global events put pressure on Appeal subjects, and required communications with agility.

Solution

Develop a storytelling framework that hinged on the values connecting donors and Amnesty’s stance.

Results

Most successful tax appeal in years.

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